When SSI CEO Anton Huang falls for a brand, can a Manila store be far behind?

Not a chance! The swift opening of Boggi Milano’s flagship store in Greenbelt 5 is proof of that.

The story goes that every time SSI president and CEO Anton T. Huang wore a Boggi Milano outfit, he’d tell his people exactly what brand he was wearing.

It’s one of those Italian houses that Huang loved for its modern tailoring and timeless elegance even in its most casual pieces. He appreciated how Boggi Milano blends classic Italian heritage with contemporary designs, something all Italian designers—whether in car, furniture or even industrial design—pay tribute to.

(Right) Anton Huang, president and CEO of SSI Group, Rustan Commercial Corporation and Rustan Marketing Corporation; (seated) Ina Arabia Garcia, SSI head of Marketing Communications; and Mauro Meazza, Boggi Milano international visual merchandiser
The Boggi Milano flagship store is located on the ground floor of Greenbelt 5.

For Filipinos who love style and comfort, Boggi Milano is match made in heaven. Known for its technical, innovative and high-performance fabrics, the brand opened quietly a few months ago and held its formal launch last week at Greenbelt 5 with its new autumn-winter collection.

The campaign was shot in Iceland, which offers an exceptional density and a variety of natural environments, an ideal backdrop for Boggi Milano’s collection.

Boggi Milano has 258 stores in more than 60 countries. Today the brand looks towards ambitious goals in pace with innovation, technology, and quality thanks to its use of raw materials with high technical performance.

(From left) Chris Nick, Richard Juan, Nikki Huang, Jerik Santos, and Juha Turalba

The design of Boggi Milano garments is born from the meeting of two essential elements: the quality of the fabrics, tending toward organic and recycled fibers, certified and avant-garde fabrics; and stylistic research applied to the vision of a new way of life for the contemporary man.

Who is the Boggi Milano man? He’s one that consciously chooses to stand out from the crowd by leading the quiet luxury trend, characterized by garments with simple but decisive lines. The result is an eclectic collection with sophisticated lines, capable of reinterpreting iconic garments such as coats, blazers, and trousers in a contemporary way, giving them an international allure.

Boggi Milano’s autumn-winter 2024 campaign was shot in Iceland.

This season’s aesthetic codes revolve around versatile shades of grey.

The materials used in the F/W24 collection are mainly technical, innovative, and high-performance fabrics. There is no lack of more traditional yarns in the collection such as flannel, warm and light, high-quality merino wool, and cashmere, soft and supple to the touch. Jersey, organic cotton, and Tencel™ are also among the proposals.

The color palette of the collection ranges from taupe to black, via blue denim to the neutral shades of beige, cream, and dark brown, without forgetting grey and charcoal, the key colors of the collection.

New aesthetic codes revolve around grey which, moving away from the classic office palette, welcomes more versatile shades. This winter, a true protagonist of the male wardrobe returns to the collection: the suit. Reinvented, with attention to detail and made of high-quality fabrics, it takes on a privileged role even in unexpected contexts, with a renewed aesthetic that mixes weights.

In the Philippines, BOGGI is exclusively distributed by Stores Specialists, Inc., and is located at the First Floor, Greenbelt 5, 1228 Makati Ave, Makati, Metro Manila. Visit ssilife.com.ph or follow @ssilifeph on Instagram for more information.

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